Benefits brokers who focus exclusively on the health plan needs of a self-funded employer's management team are missing a massive opportunity to truly serve their clients.

This focus is not solely on a broker's customers, but those customers' customers – their employees. Too often, decision makers who influence health plan offerings don't understand who their employees are, what they want and need in a health plan, and how better addressing those desires can reduce health care costs for everyone.

Here's where savvy benefits brokers step forward. By better understanding employees, brokers can better design plans to move their clients closer to the ultimate goal: affordable quality health care for all of their workforce.